DIGIDAY
How brands are using Instagram’s new long-form video feature, IGTV
"For now, the platform is not showing ads, but an Instagram spokesperson said that might change in the future, and the platform is exploring and testing news ways to help creators monetize through the platform. When it does, expect it to be at a premium, said Maryam Hosseini, senior strategist at digital agency The Community.
“Full-screen mobile real estate appears to consistently be more pricey,” she said"
DIGIDAY
Gizmodo reaches beyond tech into politics, news and everything else
“More and more vertical news outlets have become less about their specialty areas and more about the same #fakenews that pollute feeds,” said Maryam Davani Hosseini, a senior digital strategist at the community, an advertising agency. “It definitely scares away my advertiser dollars while at the same time dilutes those niche follower bases that bring in quality engagement.”
NY TIMES
Spotting the Trends, Before They Break Out
MARKETERS have long tried to track trends among consumers and then race to capitalize on them. At the turn of the last century, Lillian Russell appeared in advertising for Coca-Cola. The craze for the cowboy character Hopalong Cassidy at the dawn of the television era generated licensed merchandise like lunch boxes and roller skates. And most recently, countless basketball fans went wild for Jeremy Lin.
Now, the Omnicom Group — the world’s second-largest advertising holding company, behind WPP — is helping to start an agency that seeks to identify emerging trends in popular culture and take advantage of them by creating and distributing content sponsored by brands and products.
The agency, Sparks and Honey, is formally opening this week in New York with eight employees and two clients. One client is the Clinique brand sold by the cosmetics and beauty behemoth Estée Lauder and the other is, for now, unidentified.